Ivan Entchevitch
Mar 7, 2018

We're measuring experiential all wrong

The executive creative director of experiential agency SET says social shares, event attendance and email signups are redundant metrics.

Brands are finally starting to come around to seeing the enormous value of experiential. But that doesn’t mean that the industry has solved the problem of how to quantify the success of these pop-ups, retail builds, and other physical experiences. As a result, it’s still not getting the traction it deserves from more traditional and business-driven marketing leaders. And their objections aren’t without merit. They need to see the data and ROI. Like Jerry Maguire, they...

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